COM101.Chapter12-Public Relation COM101
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This 2 page Class Notes was uploaded by Hayley Nguyen on Monday May 2, 2016. The Class Notes belongs to COM101 at La Salle University taught by Dr. Donna Celano in Spring 2016. Since its upload, it has received 6 views. For similar materials see Introduction to Mass Media in Communication Studies at La Salle University.
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Date Created: 05/02/16
Chapter 12- Public Relations Early PR Press agent: the first practitioners of PR who sought to advance a client’s image though media exposure P.T Barnum: a press agent of 1800s who used gross exaggeration, fraudulent stories and staged events to secure newspaper coverage for his clients Publicity: a type of PR communication that uses various media messages to spread information about a person, a corporation, issue or policy to elevate entertainment culture to international level Modern PR Ivy Lee: the founder of modern PR who believed in the power of the truth and thought honesty and directness are better than deceptive practice of 1800s Edward Bernays: the first person to apply social psychology and sociology in PR Practice of PR Propaganda: communication strategy that tries to manipulate public opinion to gain support for a special issue, program, policy Convey the message Press release: announcements written in a style of a news report that give information about a person, company, organization and pitch story ideas to news media. They help PR firm manage the flow of information and control over what media get what material in which order VNRs (video news releases): a visual counterpart to press release that pitch story ideas to news media by mimicking a broadcast news report. They give PR firm control over what constitute news and influence general public to think about an issue, programs, policy PSAs (public service announcements): a report or announcement carried free by TV or radio stations that promotes government programs, educational projects, voluntary agencies Make relations Special events: raise the profile of corporations, organizational government clients, enhance their image, and promote their reputation. Corporation participate in community activities and sponsors events like donations, parades, festivals, tours, local charities Pseudo-events: any circumstance created for the sole purpose of gaining coverage in the media Consumer relations: track down customer’s complaints, pay attention to them, establish services and safety guarantees Lobbying: the process of attempting to influence lawmakers to support and vote for an organization and industry’s best interest. This help PR firms maintain connection with government agencies and reduce their control over their business Adapt to Internet Age - Companies and organizations can upload and maintain their media kits - The Webs enable PR firms to have their clients interact with their audience on a more personal direct basis through social media tools: Facebook, Twitter, Blogs, Wikipedia - The internet analytic tools enable organizations to monitor what being said about them at anytime - Social media’s immediacy forces PR officials to respond quickly to media messages PR during crisis Disaster management: Image-salvaging strategy Overcome negative publicity: track down public opinion though telephone surveys, organize conferences, and take call from consumers Tension between PR and the Press Flack: a term refers to public relation agent Elements of Professional friction Undermining facts and blocking access: - Facts can be spun in variety of ways and depending on what information is emphasized - PR blocks press access to key business leaders and political figures. Journalists complain that PR agents insert themselves between the press and the newsworthy thus disrupting reporters to interviews important people Promote publicity and business as news: PR agents help companies promote as news what otherwise would have been purchased in advertising
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